A Research to determine the brand choice of Turkish tractor users

ABSTRACT Consumer behaviour is the basis of marketing activities. Therefore, giving importance to consumer behaviour, ensures the firm to satisfy the consumers' needs and wants, and also performing effective and success oriented marketing activities. In some markets, branding occurs for two reasons. One reason is the consumers' safety need of buying and using the product, while the other reason is the perceived quality of the product. Since some foreign firms are penetrating to Turkish market, the competition is getting more tougher, therefore firms are forced to give more importance to consumer behaviour. Turkish tractor market is big enough to be remarkable for the foreign firms. In the mid term, penetration of foreign firms to this market can be expected. In this respect, existing firms should build brand loyalty in order to gain competitive advantage. The basis of brand loyalty is to understand and direct the consumer behaviour, therefore this study can give a vision to new studies on this subject for this market or any other markets. In this study, consumer behaviour is theoretically explained. Then respectively, factors that affect behaviour and buying process is examined. By the theoretical knowledge, a questionnaire is applied on 440 people and the findings are evaluated in the last chapter. IV